Marketing Overview A year-round marketing campaign helped to promote the 2018 Made in Maui County Festival and keep locally made products top of mind. These efforts included:
• On October 29–November 4, 2018, the MIMCF Facebook page reached 9,357 people, with 7,766 engagements. • From December 2017–November 2018, the “Made in Maui County Festival” appeared in Yelp search results 5,548 times, 364 user views (82%) were from mobile devices.
• News releases were distributed to more than 6,500 local and national media outlets. Among the news release topics were: • Calendar listings (for various publications) • Product Vendor and Food Truck applications available • Product Vendor selection process underway/ applications reminder • 2018 Product Vendors & Food Truck Vendors event announcement • Maui County earns national achievement award for its annual MIMCF • MIMCF’s annual program booklet earns a 2018 Pinnacle Award • Post-event news releases (for various publications) • Print advertising ran in various local publications (over $37,000 value).
• From October 7, 2018 – November 5, 2018, the event website – www.MadeInMauiCountyFestival.com – had 18,800 page views. • A total of 6,500 40-page program booklets were printed and distributed during the two-day festival. • A total of 6,500 40-page program booklets were printed and distributed during the two-day festival.
• Radio advertising and promotions ran on Pacific Media Group, KAOI Radio Group, and HHawaii Media stations (over $20,000 value). • Online ads and e-promotions ran on Maui No Ka Oi Magazine, Hawaii Magazine, Maui Now, and Maui Visitor Channel websites (over $22,000 value). • A 30-second commercial aired on Paradise Television Network’s Maui and statewide visitor channels ($7,000 value).
Event organizers and festival vendors shared highlights of the 2018 MIMCF on the Mayor’s Akaku Show. Pictured from left: Rod Antone (Mayor’s office), Pamela Tumpap (Maui Chamber of Commerce), Shanna Kanahele (Na Koa Brand), Mitzi Toro (The Maui Cookie Lady), and Wayne Wong (Hawaii Small Business Development Center Network).
• MIMCF e-newsletters and sponsors’ and supporters’ dedicated Festival e-blasts reached over 1,000,000 Hawaii and Mainland residents. • The MIMCF received 7,766 Facebook engagements between October 29-November 4, 2018.
32
2018 Made in Maui County Festival Post-Event Report